The document discusses the strategy and vision for branding a new games company called Dojit. The company aims to become the largest games brand in terms of downloads within five years by focusing on casual games played on handheld devices. Dojit will differentiate itself by targeting newbie, female, and casual gamers with games that can be played anywhere and anytime on touchscreen devices. The branding strategy involves establishing trust and reliability through consistent messaging and positive game values.

1. connect to us via social media
• /dojit • /photos/dojit
• /dojitgames
• /homebeargame • /dojit
• @dojit • /dojitgames
• @homebeargame

2. Starting a New Games Brand
OR
DOING A THOUSAND
THINGS RIGHT
David Bozward

3. about us
• started 18th Jan 2012
• started development April 2012
• three games in development
• not published yet
• based in Birmingham (BSPA)

4. why do you need a brand?
• the handheld games market
– over 100,000 games
– over 45,000 developers
– over 170 new puzzles published on app store
every day
• the customer
– over 157.8 million smartphones sold in Q4
2011(Source: IDC)
– prediction of 657 million sold in 2012 (JP
Morgan/FT)

5. in terms of revenue

6. our vision
• everyone will play casual games on their
handheld device
• these people have 5-10 minutes every day
• global expanding marketplace
• they play before buying

7. dojit is different because
• newbie, girls, casual gamers
• games which can be played by
– any one
– any age
– any where
– on handheld devices
– touch screen

8. what do we do?
• we are a handheld games
– developer
– publisher
– brand management
• but lots of companies are also here?

9. What is the ultimate goal of “branding” a company?

10. What is the ultimate goal of “branding” a company?
ILLOGICAL DECISIONS

11. TO BEGIN WITH, THE BRAND
NEEDS A STAND OUT NAME

12. the name
• we needed :
– a dot com
– a dot net/other
– limited company
– five letters or less, easy spelling
– likeable, a word which means something but nothing
– international
– has some reference to games/entertainment
– extendibility
– protectability
In no order

13. dojit

14. industry brands

15. brands

16. what type of brand?
From Google

17. what type of brand?

18. the logo
• people said go icons &
avatars?
• easy to read
• drops into an icon
font: Magneto
red blue

19. BUT A
BRAND IS
NOT A
LOGO

20. the cornerstone
trust = r +
Trust Reliability Delight

21. tag line
• its about games
• global brand
• shared ownership
• shared experience
• games you can play in your everyday life
games for our world®

22. “getting” our customers
Development Marketing Parents Players Customers

23. what’s innovative?
Concept Development Promote Launch Acquire Retain Monetize
• game promotion system
– tracks player trends
– track users path
– measures real time performance
– social media relationship builder

24. what makes a great game?
• originality
• simple concept
• addictive gameplay
• comical style
• easy to play “straight out of the box”
• low starting price - freemium
• diverse language/device support
• share, play with and against friends
• special editions: Just keeps giving…

25. our values …
• focused on a consistent message that is
understood worldwide
• no gratuitous violence
• some kind of positive value or message in
every title : a story
• trust us not to stray beyond the family
comfort zone
• using a variety of media platforms to create
franchises that can be exploited where they
will have the greatest impact

26. our marketing view point
• we are approaching brand development as
a standalone business, not as a hobby
• the investment in product development is
an investment in our client relationships
• develop access routes for the customer
• treat customers as partners

27. the dojit brand is what they say it is

28. dialogue, the starting point of a
journey
• internal testing
• focus group
• beta testers
• social media
• online forum
we validate through dialogue at every step

29. the journey
• our games are our primary marketing tool
• we market games to a global population
• we sell to players of our own games
• we create brand loyalty by creating a
consistent experience

30. our network
UKIE
TIGA Developers
industry
Followers network
e3
Focus
Groups
Beta
Testers
Marketin
the
team dojit events
g
Graphic
Artists
evolve
Develope
rs
BSPA
mobile monday launch conf

31. collaborate
Identity
Public
Advertising
relations
Brand Product
Strategy Design
dojit
Suppliers Events
Publication
Research
s
Web
Exhibits
Design
1 + 1 = 11

32. What about social media?

33. connect to us via social media
• /dojit • /photos/dojit
• /dojitgames
• /homebeargame • dojit
• @dojit • dojitgames
• @homebeargame

34. Twitter
• Target
– Parents
– Media / Press

35. ITS NOT WHAT YOU SAY, ITS
WHAT YOU DO

36. marketing with the end user
• make it fun
• show the enjoyment
• so a standard QR code
becomes …

37. free wallpapers
• at every stage of
development we
share what we have

38. product roadmap - 2012
Aug 2012
Sept 2012
Oct 2012
Dragon
Dancer

39. www.home-bear.com

41. Dragon
Dancer

42. connect to us via social media
• /dojit • /photos/dojit
• /dojitgames
• /homebeargame • /dojit
• @dojit • /dojitgames
• @homebeargame

43. thanks
“largest games company in terms
of downloads within five years”

44. thanks
“largest games company in terms
of downloads within five years”

45. create a tribe